THE EFFECTS OF TECHNOLOGICAL CHANGE ON THE QUALITY AND VARIETY OF INFORMATION PRODUCTS†

Anecdotal evidence suggests that producers of information products (TV programs, movies, computer software) may respond to potentially cost-saving technological change by increasing, rather than reducing, their total production investments in the ‘first copy’ of each product, possibly at the expense of product variety. Comparative statics show that under reasonable assumptions about consumer demand and production technology, competitive firms in a monopolistically competitive industry are in fact induced to increase first-copy investments as a result of either what we define as ‘quality-enhancing’ or ‘cost-reducing’ types of technological advance, whereas product variety either falls or stays the same. Results suggest that contrary to often held expectations, potentially cost-saving technological advances in information industries may result in greater market concentration.     

成本领先视角下营销渠道构建研究

在市场经济条件下,营销渠道作为连接生产者和最终消费者之间的纽带,越来越多的企业开始关注低成本渠道建设,把它作为市场竞争优势的重要源泉。鉴于不同行业、产品、地理区域对营销渠道的建设要求各不相同,该文对营销渠道构建低成本问题的国内相关文献进行分析和比较,在对迈克尔.波特三大通用战略-成本领先战略深入把握的基础上,以成本法中的基本作业为切入点,详细阐述了营销渠道成本的基本构成,包括采购成本、信息成本、运输成本、存货成本以及促销、交易和售后服务成本等,进而对渠道成本控制采用经济学成本曲线进行了分析,得出成本控制基点。再次基础上,提出构建低成本有效营销渠道的对策,即提高渠道一体化程度、实现渠道扁平化、改善渠道关系、转移渠道流程功能、建立战略联盟和发展电子商务。     

来源国形象、消费者偏见与中国品牌跨国营销——中国电子产品在美国的品牌来源国效应检验

来源国效应对一国产品的海外销售产生着重要影响。本文以在美国销售的中国H公司运动手表作为被试商品,在606份有效样本基础上,通过多元线性回归验证了中国品牌电子产品在美国的来源国效应。通过与其他七个国家进行对比,本文发现,虽然中国在美国消费者心目中的产品国家形象较为正面,但相对中国经济地位和产品质量而言,美国消费者对中国电子产品和中国品牌的“来源国偏见”普遍存在,“Made in China”目前仍是中国品牌在美国营销的不利因素。在以往研究的基础上,本文将来源国效应中的产品国家形象划分为整体绩效形象、整体制度形象和产品类属形象,在此基础上检验了多个消费者因素对来源国效应的调节作用,首次检验了消费者网购依赖度对消费者购买倾向的影响,并且发现消费者产品知识负向调节来源国效应,这一结论可以导出明确的管理启示。本文结论进一步深化了来源国效应相关研究,弥补了发展中国家逆向拓展发达国家市场时来源国效应研究的不足。     

Graded eco-labels: A demand-oriented approach to reduce pollution

Supplied oriented environmental policies are generally used in order to limit production related pollution. This fact is based on the hypothesis that consumers are not willing to sacrifice personal utility for a wider social gain. We suggest that widespread environmental concerns of consumers can be exploited to push producers along cleaner technological patterns. Our core assumption is that consumers would be ready to purchase cleaner products if the products' characteristics are not ‘too dissimilar’ to those of more polluting alternatives. However, due to a lack of information about non-observable product characteristics, this assumption on its own is not sufficient for ‘environmental friendly’ producers to become competitive. We show - by means of a simulation model - that only if consumers are provided with appropriate information on the greenness of products through adequate eco-labels (graded eco-labels), then producers will be pressed to implement innovations aimed at reducing the environmental impact of their products. Under two test settings - one without any certification and another with binary eco-labels - the model shows markets characterised by highly polluting technological patterns. Only in the presence of graded eco-labels, competition drives the market toward cleaner technological patterns.     

Paying positive to go negative: Advertisers׳ competition and media reports

This paper analyzes a two-sided market for news where two rival advertisers may pay a media outlet to conceal negative information about the quality of their own product (paying positive to avoid negative) and/or to disclose negative information about the quality of their competitor׳s product (paying positive to go negative). We show that competition in the product market does not necessarily prevent the emergence of commercial media bias. Whether or not competing advertisers end up having negative consequences on news accuracy ultimately depends on the extent of correlation in the quality of their products; the lower the correlation, the higher the expected accuracy of the media outlet׳s reports. These findings provide a rationale to explain the observed differences in the extent of commercial media bias across seemingly similar industries or products, within the same media market. The results are robust to the presence of multiple media outlets and to asymmetries between the advertisers. Overall, the paper provides theoretical insights for media regulators and for the empirical literature examining the link between advertising and news contents.     

The Role of Information Provision as a Policy Instrument to Supplement Environmental Taxes

This paper examines, within a dynamic framework, the role of information provision as a policy instrument to supplement environmental taxation. Several products are responsible for health as well as environmental damages. Many consumers do not possess the required information to optimally substitute away from these products. However, as the stock of information regarding the negative effects of these products builds up, an increasing fraction of consumers behaves optimally. The government uses two policy instruments, environmental taxation and information provision. We show that as the accumulated stock of information increases, the optimal tax rate declines over time. Information provision can shift market demand towards environmentally friendly goods over time, and thus reduce the required level of the tax rate. Our results provide strong evidence in support of information campaigns as a policy instrument to supplement traditional environmental policies.     

A general theory of demand for information about product quality

The purpose of this paper is to construct a general theory—analogous to the neoclassical theory of consumer demand—of demand for information about product quality. The model proposed here introduces uncertain product quality by assuming that commodities possess attributes which consumers desire and that an uncertain commodity possesses are unknown quantity of some attribute. It is assumed that information about the quality of uncertain products is available. The consumer's utility function of information is derived and his information demand function is obtained.Partial analogues of the neoclassical theorems are proved for information demand. Roughly, we find that the Slutsky matrix is symmetric and that a submatrix is negative definite. The negative definite submatrix contains those terms which measure the effect of (income compensated) changes in information prices on information demand.The analysis employed to obtain these results parallels—with some important modifications—the neoclassical analysis of commodity demand. The method used to obtain expressions for the Slutsky substitution terms is an extension of the approach introduced by McKenzie [10] and later used by Hurwicz and Uzawa [6]. This approach uses an “income compensation” function to arrive at an “income compensated” demand function.     

Consumer misperception of eco-labels,green market structure and welfare

Eco-labels are essential for informing consumers about products’ environmental characteristics. However, the many different labels consumers encounter can be confusing, which makes assessing environmental quality associated with each label difficult. How does consumer misperception of competing eco-labels affect market structure and welfare? This article provides theoretical insight into this issue by using a double-differentiation model in which three products compete: an unlabeled product and two distinctly eco-labeled products, one with a medium and one with a high level of environmental quality. The study investigates the effects of consumers’ imperfect information when they perceive all eco-labels as a sign of the same high environmental quality and consider each label as a unique product. This misperception can weaken the firm that provides the greenest product, though paradoxically this situation is not always detrimental to social welfare. However, depending on the certifying organizations, consumer misperception can induce firms to use a greenwashing strategy and encourage nongovernmental organizations and regulators to introduce less stringent standards.     

Separating the Roles of Speculators and Consumers: a Model of Futures Trade

The general equilibrium model of Britto (1984) is criticised. In particular, it is shown that allowing consumers to trade on the futures market leads to more complicated results than necessary. If consumers do not trade futures, and only producers and speculators do, results are greatly simplified. Consumer risk parameters, and parameters of producers production function are irrelevant. The differential between the futures price and the expected spot price, and the direction of futures trade is shown to depend in a straightforward way on the price elasticity of demand for the product on the spot market.     

Regulating internal markets for hospital care

Internal markets have been created in an attempt to shift power from producers to consumers in a context where consumers have very weak incentives to seek out low-cost producers and have little knowledge about the quality of health care. The idea is that by establishing public agencies to act as the sole purchasers on behalf of consumers in their area of jurisdiction, the asymmetry of information can be moderated and a more competitive environment created in which costs will be minimized and quality enhanced. Whether these aspirations can be fulfilled will depend on how the internal market is organized. In this article the cost-minimizing properties of alternative market structures where hospitals do not share the same objectives are examined. The scheme is designed from the standpoint of a benevolent regulator that provides services using two hospitals with fixed locations. The paper shows that price discrimination is a superior instrument. Finally some market forms are always dominated and should be avoided.

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Quality upgrading in Ethiopian dairy value chains: dovetailing upstream and downstream perspectives

Abstract

In this article, we analyze opportunities and constraints for upgrading product quality in the dairy value chain in Ethiopia. Our analysis is based on an integrated understanding of supply chain performance both from producer and from consumer perspectives. We outline as main drivers for quality upgrading: (a) factors that influence producers’ willingness to invest toward intensification by smallholder dairy farmers and cooperatives and (b) factors that induce consumer’s willingness to pay for healthy and nutritious dairy products delivered at specific retail outlets. Since there are large gaps between upstream producers incentives and downstream consumers motives, possibilities for dairy quality upgrading remain fairly limited. Given this market structure, decisive policy support is required for better tailoring producer’s investments with consumer preferences.     

Price Competition and Consumer Externalities in a Vertically Differentiated Duopoly with Information Disparities

In this paper, we extend the model of vertical product differentiation to consider information disparities about quality differences and their effects on price competition. If uninformed consumers overestimate vertical differentiation, asymmetric information is a source of market power and informed consumers exert positive externalities on high quality product purchasers and negative externalities on low quality product purchasers. Such a result is consistent with the fact that information undermines brand. If uninformed consumers are skeptical, adverse selection issues arise and market demands may be perfectly inelastic to prices. With elastic demands equilibrium prices may be either distorted downwards or reflect real quality if the share of informed consumers is suffciently high. Therefore, with skeptical consumers firms may want either to signal quality or subsidize information provision.     

Strategic Quality Decisions by Heterogeneously Informed Suppliers — The Role of "Noise Consumers"—

In a differentiated oligopoly market, it is often the case that consumers' ex post preferences over different product qualities depend upon the state of nature which is not yet observable to the consumers at the time of purchase. One of the most typical examples is a market for durable goods or long-term service contracts, where the state is indeed a future state which has not yet realised when the transaction is made. To analyse such situations, this paper models a two-stage game, in which multiple suppliers move first to choose the quality of their products based upon their idiosyncratic information about the state. Consumers then observe these products, update their beliefs about the state, and decide which products to purchase. Counterintuitively, suppliers' incentives to reveal their private information are higher when there is a fraction of consumers whose prior about the state is moderately inaccurate, than when every consumer has better prior information. Hence the presence of such "noise consumers" can make all consumers better off, even including noise consumers themselves.     

消费者群体隐性需求濡染扩散模式研究

在进行营销模式的本土化创新以及开创新的市场空间时，关注创新采用的隐性需求及其在关联需求网络中的扩散机制，对于洞察消费者隐性需求的层次，细分消费者的群体特征以及进行产品和市场创新均具有重要意义。     

Bundling in the Australian Telecommunications Industry

This article considers some of the implications for social welfare of bundling in the Australian telecommunications industry. The practice of bundling—offering two or more products for sale as a single package—is a strategy used in many industries. Although common, there are circumstances when the practice can be used anti-competitively. Yet bundling does not always harm consumers; at times, the practice benefits both consumers and producers, and it can even advantage consumers to the detriment of producers. The general literature on bundling suggests that its effect on social welfare depends on several factors such as market structure, the elasticity of demand for the products, the marginal cost of production, economies of distribution and the use of complex menus. We consider these factors when assessing the likely welfare effects of bundling in the Australian telecommunications industry, concluding that the potential effects of bundling on competition and the information costs imposed on consumers by complex menus of services seem the most significant considerations for social welfare. It is desirable that regulatory authorities monitor developments closely, although heavy-handed regulation of bundling seems undesirable.     

广告传播效果对消费行为的影响分析

广告作为传播消费信息的特殊形式,对消费者购买行为会产生很大的影响。现代市场营销认为,消费者是市场营销的中心,所有市场营销活动都要围绕消费者进行。广告是通过信息传播使消费者对广告主所宣传的产品产生预期的积极反应,从而影响消费者的购买行为。     

Mortgage product diversity: responding to consumer demand or protecting lender profit? An asymmetric panel analysis

This article explores determinants of mortgage product diversity for owner-occupied and investment loans in the Australian housing mortgage market. From 2001 to 2012, 65 lenders introduced 1220 mortgage products in Australia. We examine whether the product proliferation was a result of consumer demand or a response to pressure to lower lending rates. We find that consumer demand for mortgages does not have a significant relationship with the number of mortgage products, but that decreases in the policy interest rate are highly significant as an explanatory variable for product proliferation. Such behaviour is consistent with information obfuscation, reducing the ease with which consumers can compare lending rates. Further, the relationship between mortgage products offered and the policy interest rate is asymmetric: decreases in the cash rate are associated with increased mortgage products offered, but increases in the cash rate have a more muted effect on decreasing the number of products.     

Personalized mobile advertising: Its key attributes,trends, and social impact

Advertising media are a means of communication that creates different marketing and communication results among consumers. Over the years, newspaper, magazine, TV, and radio have provided a one-way media where information is broadcast and communicated. Due to the widespread application of the Internet, advertising has entered into an interactive communications mode. In the advent of 3G broadband mobile communication systems and smartphone devices, consumers' preferences can be pre-identified and advertising messages can therefore be delivered to consumers in a multimedia format at the right time and at the right place with the right message. In light of this new advertisement possibility, designing personalized mobile advertising to meet consumers' needs becomes an important issue. This research uses the fuzzy Delphi method to identify the key personalized attributes in a personalized mobile advertising message for different products. Results of the study identify six important design attributes for personalized advertisements: price, preference, promotion, interest, brand, and type of mobile device. As personalized mobile advertising becomes more integrated in people's daily activities, its pros and cons and social impact are also discussed. The research result can serve as a guideline for the key parties in mobile marketing industry to facilitate the development of the industry and ensure that advertising resources are properly used.     

网上销售的影响因素:利基与热门市场的对比研究

长尾理论表明,互联网更利于利基市场的发展。然而,近期有研究认为热门市场在网上更有优势。为了验证在线商家在这两类市场的不同表现,我们对淘宝网上的791家店铺的64万余种产品的销售数据进行了分析。结果表明,网上销售受到信誉、产品多样性、价格、口碑以及被推荐机会等因素的影响,并且这些影响在利基和热门市场上表现出显著的差异。其中,信誉、产品多样性、价格和口碑对利基产品销售的影响更大。基于历史数据的被推荐机会对热门产品的销售有正向影响,而对利基产品的销售有负向影响。此外,我们还发现了网上销售的后发优势。     

产需双重不确定情形下绿色农产品供应链的协调研究

为解决产需不确定性给绿色农产品供应链运营带来的复杂影响,寻求绿色农产品生产商和销售商面对产需双重不确定情形下各自的最优决策,研究从农产品产出和市场需求双重不确定性视角出发,结合目前消费者对绿色农产品的需求偏好,构建由生产商和销售商组成的Stackelberg博弈模型,探究收益共享契约能否有效协调产需都不确定的绿色农产品供应链。研究结果表明:分散决策时的批发价契约无法协调此供应链。引入收益共享契约后,在合适的共享系数范围内,生产商的农资投入量会增加,农产品的绿色度会比分散决策时高,同时销售商的销售价格降低;当农产品订购量变大后,引入契约后的生产商和销售商各自的利润相较于分散决策时更高。